Success in the ever-changing marketing business world depends on maintaining an advantageous edge in the race. Attempting to forecast the foreseeable future and devising strategies is something the industry excels at.
As 2024 nears, we have all spent considerable time and effort planning and preparing how to best reach and connect with audiences. In our last blog, we discussed what to build into your digital marketing strategy in 2024 to make a lasting and impactful impression. Today, let’s explore a few more marketing techniques and trends for 2024 that will change how companies interact with their target market.
- Hyper-personalisation
Almost 90% of consumers in a survey mentioned that they find personalised marketing appealing. Today’s consumers expect tailor-made experiences. Data-driven marketing can harness the available information to enhance the customer’s experience across touchpoints—be it social media, websites or even physical stores. Speaking of which, Azorte by Reliance has changed the tide for in-store experience for consumers. The brand uses advanced artificial intelligence (AI) algorithms to provide personalised shopping recommendations to its users, by analysing customer preferences, browsing behaviour, and purchase history.
In the coming year, brands can cash in on the ever-improving machine learning algorithms to create targeted content, product recommendations, and advertisements that are customised to individual consumers.
This trend will only become more refined with evolutions in big data technologies and machine learning algorithms, making mass marketing strategies increasingly obsolete.
- Ads on-box
Amazon Ads launched its on-box ads solutions in India a few months back, and transformed their delivery boxes into unique branded ads with an experiential component to engage customers.
Ads on-box, a form of out-of-home traditional media marketing allows businesses to reach audiences through innovative branding on delivery boxes. It’s an engaging and gratifying experience for consumers, something that’s still nascent in India, and offers a uniquely appealing experience to consumers while also solidifying their relationship with brands.
Partnering with delivery platforms like Amazon for on-box advertising has more potential than we realise. These platforms have the exact location of the customers, their likes, preferences and other data. Based on these available details, businesses can target their advertisements to the right audiences for better results.
- Sustainable and Ethical Marketing
Modern consumers are not just interested in purchasing a product or service; they’re equally conscious of their environmental and social responsibility. They are keen on understanding the brand’s values, and are particularly concerned about the impacts of their purchase. The demand for transparency, sustainability, and ethical practices in eco-friendly advertising and business, is reaching unprecedented heights.
From eco-friendly packaging to fair trade sourcing, fair representation, inclusivity and social responsibility, marketing in 2024 will focus on values, as much as it will on the product’s value.
- Improved user experience across all devices
User experience, or UX, is how your customer feels when interacting with a system. Your website and/or app is arguably your most valuable marketing asset. Good UX design will provide a positive experience, meet the user’s needs and keep them loyal to your product or brand. It can make all the difference when convincing top-of-funnel consumers to become customers.
Simple layouts, easy-to-use navigation, and minimal information on the main landing pages will upgrade your user’s experience. Websites free of intrusive advertising and popups , voice – activated interfaces, hands-free controls and the rest will further add to the experience.
- Integration of Virtual Reality and Augmented Reality
Thanks to advancements in virtual reality (VR) and augmented reality (AR), the border between the digital realm and reality is becoming increasingly porous. They offer marketers a unique opportunity to create immersive brand experiences. In 2023, AR and 3D billboards had their day under the sun. From Maybelline’s faux-OOH for its mascara in London to the epic 3D billboard of ”House of the Dragon” on Times Square, we’ve seen stunning activations in all parts of the globe.
As AR and VR hardware become more accessible, 2024 will see more incorporation of these technologies into their marketing campaigns and exploring its virtually limitless possibilities. To wrap up things, the marketing and advertising world in 2024 will showcase an exciting blend of technology and human-centric approaches. Harnessing the power of interactive experiences, immersive technologies like AR/VR, the resonance of ethical practices, and improved user experience, the industry will grow high in 2024. This growth will be fuelled by immersive storytelling and humour. The use of narratives that resonate with your target audience and make them feel emotionally invested in your brand, will make it more approachable, as adaptability and innovation continue to remain the cornerstones of marketing success.
At 3 Dots Design, we work hand in hand with trends and navigate the evolving landscape of advertising with transparency and ethical considerations to stand out in the marketplace. This has cemented our stand as one of the best digital marketing agency in Pune. To know more about our operations and the work we do, visit 3dotsdesign.in